Linking Omnichannel Integration Quality and Customer Loyalty in Vietnamese Banks

• 영문명: Linking Omnichannel Integration Quality and Customer Loyalty in Vietnamese Banks
• 발행기관: 한국유통과학회
• 저자명: Thu Trang PHAM
• 간행물 정보: 『유통과학연구(JDS)』제22권 제6호, 95~106쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.06.30

영문 초록

Purpose: This study investigates the complex dynamics of consumer behavior in Vietnamese banking omnichannel environments, focusing on the roles of service consistency, service transparency, flow, perceived privacy risk, and loyalty intention. Research design, data and methodology: Using a sample of 422 Vietnamese bank customers, data analysis revealed significant relationships among the variables under investigation. Results: Firstly, service consistency was found to positively influence flow experiences and negatively impact perceived privacy risk, highlighting the importance of uniform service quality across channels in enhancing consumer engagement while mitigating privacy concerns. Similarly, service transparency was positively associated with flow experiences and negatively associated with perceived privacy risk, underscoring the importance of transparent information dissemination in fostering immersive consumer experiences while alleviating privacy apprehensions. Furthermore, both flow experiences and perceived privacy risk significantly influenced loyalty intentions, indicating the pivotal roles of engaging experiences and data security in driving consumer loyalty. Additionally, mediated relationships were observed, demonstrating the interplay between service consistency, service transparency, flow, perceived privacy risk, and loyalty intention in shaping consumer behavior in omnichannel contexts. Conclusions: These findings provide valuable insights for retailers and marketers seeking to optimize consumer experiences and cultivate loyalty in omnichannel environments by prioritizing consistency, transparency, and data privacy protection.

목차

1. Introduction

2. Literature review

3. Methodology

4. Results

5. Discussions and limitations

Acknowledgment

References

키워드

Distribution Omnichannel Integration Quality Customer Experience Customer Loyalty Vietnamese Banks